YOU CHASE THEM ‘TIL THEY CATCH YOU!
What is a big box store? It can be your dream come true or your worst nightmare when you are a CPG producer. Why? Because they can buy so much of your products at a time that they can make you dependent on them and ultimately extort lower prices from you with threats...read more
EVERYBODY WANTS SOMETHING DIFFERENT!
What are sales channels? They are more important than your product! Why? Because, simply, “If it ain’t there, they can’t buy it!” Where is there? It’s the point of sale. It’s the only place where your product, your consumer, their money and their decision all come...read more
JUMP ON THE BANDWAGON …OR GET RUN OVER BY IT!
Nielsen, the CPG sales rating company, has been releasing reports indicating that consumers prefer sustainable products. Actually, consumers prefer products making sustainable claims. The implication is that the producers are living up to their claims. Then there’s...read more
A SOCIAL REASON!
What is Social Entrepreneurship? It depends upon who you ask and when. The definition keeps changing over time and broadening to include an ever-widening group of enterprises that have a positive social impact. What they all have in common is that they either directly...read more
JOCKEYING FOR POSITION
What is brand positioning? It’s relatively easy to identify your CPG product’s value proposition. But positioning your product in the harsh retail environment is quite another story. Think of the value proposition as a broad description of your products features,...read more
ONE THROAT TO CHOKE!
Depending on what you’re selling, how much you are selling at a time, and how you’re selling it, you will have different approaches to how the sale is made. You may also have different approaches to how the initial sale is made vs. how the subsequent sales are made....read more
There are many sites and companies out there that will take your money and file a trademark on your behalf with the USPTO. They will walk you through the process which typically involves searching to see if anyone else has already trademarked your logo, documenting...read more
Effective CPG sales strategy planning requires a knowledge of, and respect for, the harsh realities of the retail marketplace. It’s a multifaceted landscape into which your product must fit, survive, and thrive. Due to the physical nature of the distribution system,...read more